Direct Mail Best Practices
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This document discusses best practices for direct mail marketing. It dispels common myths that direct mail is ineffective or outdated. US direct mail spending has remained consistent, and direct mail delivers a strong return on investment compared to other channels. The document recommends synchronizing direct mail with digital channels to boost response rates. Aligning direct mail drops with online ad spending can increase impressions, click-through rates, and conversions. Personalizing direct mail to make offers relevant for recipients also improves response rates.
Direct Mail Best Practices
- 1. DM Best Practices for Small
- 2. Let’s dispel some common myths about direct mail marketing.
- 3. MYTH : Fewer and fewer businesses are utilizing it.
- 4. $45.3 $44.3 $44.8 $46.0 $47.2 $48.4 $0.0 $10.0 $20.0 $30.0 $40.0 $50.0 $60.0 2011 2012 2013 2014 2015 2016 FACT:Annual US direct mail spend has remained consistent in the past five years. USDIRECTMAILSPEND: BILLIONS Source: Direct Marketing Association, April 2015
- 5. MYTH : “Junk mail” is an ineffective advertising medium.
- 6. $0.00 $5.00 $10.00 $15.00 $20.00 $25.00 $30.00 $35.00 $40.00 $45.00 Direct Mail Email Social Media Mobile Paid Search Online Display Ads Direct mail delivers strong ROI in comparison to other marketing channels. Source: Direct Marketing Association, April 2015 AVG.COSTPERACQUISITION FACT:
- 7. MYTH : Email and other digital channels trump direct mail.
- 8. Direct mail is over 7x more effective than all the digital channels combined. 3.70% 0.20% 0.10% 0.10% 0.10% 0.20% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% Direct Mail Mobile Paid Search Social Media Email Online Display Ads Source: Direct Marketing Association, April 2015 AVG.RESPONSERATE FACT:
- 9. Most adults are never more than 5 feet away from their mobile device of choice, and use it an average of 43 different times per day to check email. 73 percent of consumers actually prefer direct mail over email. Where do you think you have a better chance of standing out? Source: CMO Council, July 2014
- 11. It’s important to note that we’re not dismissing the effectiveness of digital channels. The truth is, they play a huge role in the success of direct mail campaigns.
- 12. Traditionally, most direct mail encourages recipients to call to learn more about an offer and take the next step.
- 13. Regardless, a comparison of website traffic to direct mail delivery dates shows that many recipients go online to learn more about a company before picking up the phone. 0 200 400 600 800 1,000 1,200 1,400 1,600 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 7/1/15 7/3/15 7/5/15 7/7/15 7/9/15 7/11/15 7/13/15 7/15/15 7/17/15 7/19/15 7/21/15 7/23/15 7/25/15 7/27/15 7/29/15 7/31/15 8/2/15 8/4/15 8/6/15 8/8/15 8/10/15 8/12/15 8/14/15 8/16/15 8/18/15 8/20/15 8/22/15 8/24/15 8/26/15 8/28/15 8/30/15 • EXIT SCANS • IMPRESSION S *source: Wilen New York. Client Case Study, 2015
- 14. Synchronize and combine channels to boost response and conversion rates. Landing Page Email Direct Mail DIRECT MAIL TIP #1
- 15. • You know when and where you’re mailing. • You can control when and where your ad budget is spent online. Maximize your impact potential and marketing budget by aligning offline and online efforts.
- 16. One of our clients recently tested what would happen when direct mail drops were aligned with online media spend. The post-campaign analysis showed that the number of impressions, or ads served as a result of keyword searches via Google increased during a direct mail in-home window by exactly 100%. Click-through rates increased by 68%, and conversions increased by 50%.
- 17. Align offline media spend DIRECT MAIL TIP #2 with online media spend.
- 18. • 69% of consumers would exchange personal information for more personalized service. • 2/3 consumers prefer personalized communications to mass, non- customized communications. “No one wants to be one in a box of 100.” -Don Draper
- 19. Don’t just “personalize” – make it relevant. • Offers • Past purchases • Location • Seasonality • Gender Great places to start… DIRECT MAIL TIP #3
- 20. • Open your mailbox – what’s the first thing you see? • 70% of consumers are more likely to open mail with color personalization on the front. • We’ve seen up to 130% difference in response rates – just by changing the OE message.
- 21. Use ALL the available real estate! DIRECT MAIL TIP #4
- 22. KEY TAKEAWAYS • Direct mail is an effective channel to drive traffic – to your store, or your website. • Maximize your marketing budget by aligning and synchronizing offline and online efforts. • Use what you know about your target audience to ensure that your direct mail communication is relevant, and you’ll stand out in the mailbox.
- 23. Thank You
Editor's Notes
- #12: Photo credit: Tom&Co. 2015 , retrieved from (http://tomco.co/email-marketing/direct-mail-vs-email-marketing/)
- #13: Photo credit: Sidenfaden, 2015, retrieved from (https://msidenfaden.wordpress.com/direct-mail/)
- #15: Photo credit: Internet Marketing Inc. 2014, retrieved from (http://www.internetmarketinginc.com/blog/case-study-use-custom-landing-page-support-track-integrated-marketing-campaigns/)
- #18: Photo credit: Cooke, 2015, retrieved from (http://www.jaynacooke.com/blog/2015/5/26/offline-to-online-business-model)
- #22: Photo credit: Gunderson, 2015, retrieved from (http://gundersondirect.com/)